TRENDS

Insights on Hosting Business Events Post-COVID in China and Southeast Asia

As the world gradually recovers from the COVID-19 pandemic, the events industry in China and Southeast Asia is entering a new era of offline interaction. While the past few years brought unprecedented challenges, we now see growing momentum. Businesses are showing renewed commitment to these dynamic markets, eager to reconnect through meaningful face-to-face experiences.

In celebration of Riviera Events’ 15th anniversary, our Co-Founder, Stéphane de Montgros, spoke with MIX Meetingsmagazine. He shared insights on the evolving opportunities and ongoing challenges facing the event industry, and what lies ahead for companies aiming to foster real human connections in a post-pandemic world.

China: Momentum Builds for Events Post-COVID

China’s recovery is in full swing — and the business events sector is part of the movement. Across the country, companies are re-evaluating priorities and discussing investment plans for 2023. Business hotels are seeing a strong rebound, with occupancy rates in some cases surpassing 70%.

Multinational corporations have swiftly resumed leadership visits, underlining their confidence in the region. Many are using this momentum to organise key events, such as factory openings and Town Hall conferences. At the same time, spending on food and beverage has increased, and trade shows have returned with force.

This shift marks a clear departure from the virtual-first strategies of recent years. In-person events are once again taking the lead, reinforcing their vital role in driving business growth and fostering lasting relationships.

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Global corporations are quickly returning to China. Leaders are visiting teams, hosting Town Halls, factory openings, and other key events. Spending on food and beverage has also increased, and trade shows are making a strong comeback. This shift clearly marks a return to in-person experiences after three years of digital reliance.

Businesses in China have shown great resilience, as have their teams. Although consumers remain cautious, especially with large purchases, this offers a chance to leverage past innovations — such as hybrid or virtual formats.

Currently, budget limits still affect events with over 1,000 guests. The sudden end of the Zero-COVID policy caused uncertainty, which still lingers. Hybrid events, therefore, offer a scalable and safe solution to keep people engaged.

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At Riviera Events, we remain committed to China. We’re proud to enter our 15th year, and excited to keep delivering exceptional events across the country.

Southeast Asia

In Southeast Asia, recovery began earlier. In markets like Thailand and Singapore, business events picked up pace in early 2022. Since then, we’ve seen a strong rebound — from product launches to major trade shows.

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That said, some challenges continue. Inflation and global uncertainty are causing hesitation. Many venues still face staffing shortages, especially hotels, which slows down responses. At the same time, companies are watching budgets closely and optimising costs.

Even so, Southeast Asia stands out as a leader. Thailand and Singapore have adapted quickly, showing strength and flexibility in the face of ongoing changes. We expect this trend to continue.

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Looking ahead, the future of business events in both regions is promising. China is set to follow Southeast Asia’s lead. At Riviera Events, we’re ready to support this growth. Our teams remain focused on crafting memorable, meaningful offline experiences for a post-pandemic world.

Read the article on MIX Meetings magazine here.